Dual income households are the norm in affluent homes

Affluent couples prioritize their health and their family

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While affluent women may have gained a reputation as non-working, yoga pants-wearing shopoholics, the realities of affluent households are far more complex. According to the YouGov Affluent Perspective Study, most affluent women contribute a significant amount of earned income and have taken their families from their middle-class roots (65%) into the top 10% of U.S. households – and for some, the top 2%.

Fifty-five percent of the affluent households surveyed (those with a household income of at least $150,000) are dual-income households. Together, these power-couples earn on average $300,000 annually and manage investment portfolios valued at $4 million. Many in these households have achieved higher education (46% have graduate degrees) and are professionally accomplished (25% are business owners/C-Level). While they enjoy their work (67%), they prioritize their health (66%) and their family (53%).

They've earned what they have and naturally like being recognized for this success by their peers (81%), and by brands they like (45%). But it goes deeper than the surface appeal of a brand name. They know that having the means to personalize is a truer signal of success than buying "off-the-shelf" – that's why 68% are willing to pay more for brands that customize their products just for them. But none of this matters if they don't feel wanted. For those brands who have earned their business, 8 in 10 seek out brands that appreciate their loyalty. The longevity of the relationship will depend on demonstrating appreciation, day in and day out.